Up & Go is the Sanitarium-owned breakfast drink brand that has revolutionised the breakfast category in Australia. Earlier this week it hit UK shelves after Life Health Foods UK, a joint venture between Sanitarium and Australian investment vehicle The Wingate Group, introduced it to the market. The company hopes that the move will help breath fresh life into a struggling sector. Katy Askew spoke to James McMaster, Up & Go UK CEO, to hear more about his hopes for the brand.